新媒体环境下个人健康管理特征研究  

Study on Personal Health Management Characteristics Under the New Media Environment

作　　者：刘德寰[1] 梁皓云 王袁欣 谢宁[1] Liu Dehuan;Liang Haoyun;Wang Yuanxm;Xie Ning

机构地区：[1]北京大学新媒体研究院

出　　处：《广告大观（理论版）》2018年第6期80-88,共9页Journal of Advertising Study

摘　　要：移动互联网的触角已逐步深入到传统医疗领域,健康管理思潮正在勃兴。本研究侧重于探讨移动互联网环境下国民健康管理的现状,针对互联网环境中健康管理人群特征进行研究,分析他们的健康管理行为和对未来健康管理期待。研究采用问卷调查法,共回收3000份问卷,样本覆盖我国各大城市线级,因此能较好地代表中国现阶段移动互联网网民健康管理行为的实际情况。分析采用因子分析法,从自我健康管理量表中析出三个主要因子,分别是"健康信息获取"、"健康资本付出"以及"自我健康感知"。研究发现,性别、婚姻状况、受教育程度等变量是影响人们进行自我健康管理的重要影响因素。其中,男性的"健康信息获取"行为比例要高于女性;但女性更关注"健康资本付出"和"自我健康感知";婚后人们获取健康信息和健康资本投入的比例有所提升;学历越高的人主动获取健康信息的比例越高;此外,研究还发现,国民对未来健康管理的期待主要集中在服务和内容的专业化以及个人健康数据隐私保护方面。在综合分析上述特征后,研究者认为在互联网健康管理思潮蓬勃发展的当下,未来需要警惕快速发展背后可能隐匿以及被忽略的问题,如可能造成医疗非专业化程度提升、药物滥用、延误就医以及健康隐私泄漏等问题。As the tentacles of mobile Internet gradually penetrating into the traditional medical field, health management is becoming a new trend. This article focuses on the current situation of national health management in the mobile Internet environment, and studies the characteristics of health management related people, to analyze their behavior and expectations for future health management. Data was from a questionnaire survey among people from cities of different classes with a sample size of 3000, so the sample data could properly represent the actual situation of Chinese mobile Internet netizens’ health management behavior. Employing factor analysis method, three main factors were precipitated from the self-health management scale, namely" health information acquisition ", " health capital cost " and" self-health perception ". The study found that gender, marital status, education level are three key factors affecting people’s self-health management. Among them, the proportion of men’s " health information acquisition " behavior is higher than that of women, while women are more concerned about" health capital cost" and "self-health perception". Married people tend to acquire more health information and to invest more on health, and the higher level of education, the higher proportion of people who have the initiative to obtain health information. In addition, this article found that national expectations for future health management focus on the specialization of services and the privacy preservation of personal health data. Based on a comprehensive analysis of all the above characteristics,the authors remind that facing such a vigorous development trend of health management, more attention should be paid to possible hidden and neglected issues, such as the possible increase of medical non-specialization, drug abuse, delays in medical treatment and health privacy leakage, etc.

关 键 词：健康管理 健康素养 互联网+ 健康管理隐患 

分 类 号：R193[医药卫生—卫生事业管理]